What Happened to The Front Row Theatre

Tyisha Blade

The Front Row Theatre was a bold and groundbreaking entertainment venue which opened its doors on July 5, 1974 in the Highland Heights suburb. Designed by Richard R. Jencen (Jencen Architecture, LLC), the theatre measured approximately 300 by 270 feet and, at its height, could accommodate around 3,200 guests. Its signature feature—a revolving stage wrapped in a dramatic circular curtain—ensured that every seat in the house offered an unobstructed view.

 Free of visual barriers or awkward sightlines, the venue brought a touch of Las Vegas glamour to suburban Ohio, transforming the concert experience into something truly exceptional and unforgettable with the furthest seat only about 60 feet from the action.

During a recent interview, Jerome Rothenberg, an architect employed with Jencen Architecture, LLC reminisced about touring various venues such as the Westbury Music Fair in New York and The Circle Star in California before finalizing the design for The Front Row Theatre. “All of these theatres were not nearly as unique as the theatre that we created,” Rothenberg said.

Rothenberg noted that construction on The Front Row Theatre began in 1973, and he was part of the architectural team that brought the vision to life. “I was on the job everyday,” he said. “I ended up laying out all the seats and ordering the furniture. It was a really exciting time.” 

He also shared that it was incredible to experience performances up close, without having to travel outside the city to see major acts. However, he admitted it’s disappointing when he talks to people today and realizes many have never heard of The Front Row Theatre.

Jeannie Emser Schultz served as the director of marketing and publicity for the entire 19-year operation of the theatre. She vividly recalled the outstanding performances delivered by some of the most iconic and celebrated entertainers to grace the stage. “I think the best performance was when we had The Temptations and The Four Tops reunion show,” she said. “David Ruffin and Eddie Kendrick came back, they'd already left to go solo from The Temptations, but they were back for that. They did a sing off.”

She also mentioned how helpful stations such as WZAK were in promoting events. “They were our radio sponsors and they would send a radio host to [The Front Row Theatre] to introduce [the performers],” Emser Schultz said. “We’d give away tickets on their shows, too.”

During an interview with WKYC Channel 3’s Leon Bibb for the segment “Then and Now | When Vegas Came to Cleveland at the Front Row Theater,” Emser Schultz recalled the energy of the venue, where performers often performed through the theater’s aisles before hitting the stage. “We had a problem with a girl who suddenly came out with scissors—security grabbed her, but she just wanted a lock of Michael Jackson’s hair,” she shared. Emser Schultz also wrote a memoir “As the Stage Turned,” peeling back the velvet curtain on backstage life. She recounts the theatre’s planning and wanted to preserve its story and the personalities who made it shine.

Over its nearly two-decade run, The Front Row Theatre attracted a dazzling array of talent across genres including icons such as Sammy Davis Jr., who inaugurated the venue in 1974.  Legendary acts followed including Chuck Berry, Little Richard, Aretha Franklin, Marvin Gaye, Whitney Houston, Diana Ross, B.B. King, Miles Davis, Isaac Hayes, Al Green and Dionne Warwick, to name a few. Comedy legends such as Bill Cosby and Cheech and Chong also graced the stage. 

Beyond concerts and comedy, The Front Row hosted theater performances, magicians, wrestling events, academic lectures, and political speeches—including an address by former President Gerald Ford. Its diverse programming helped cement its place as a beloved cultural landmark in Northeast Ohio. “[The Front Row Theatre] was something that everyone could enjoy. It was truly a community theatre; it wasn’t simply for one niche of people,” architect Rothenberg added.

According to the Encyclopedia of Cleveland History, the original five owners of The Front Row Theatre included Nate and Mollie Dolin, Dominic Visconsi, Lawrence “Larry” Dolin, and Len Luxenberg. Lawrence Dolin announced that The Front Row would close in July 1993, with its bookings transferred to Playhouse Square in Downtown Cleveland. Luther Vandross closed the venue with performances in June 1993, and the building was demolished in 1995. 

Emser Schultz recalls several reasons leading to the venue's closure. She mentioned the aging infrastructure was deteriorating significantly. Light poles in the parking lot were shearing off. The theatre’s signature blue metal roof leaked badly despite having two lifetime guarantees, forcing staff to place buckets around the building whenever it rained. Additionally, the venue faced challenges with various unions, including the musicians’ union.  She  noted that insurance costs also soared, rising from $40,000 when the theater opened in 1974 to nearly $400,000. Also, after nearly two decades, the audio, sound and lighting systems were in urgent need of upgrades.

“My boss, Larry Dolin, really believed in downtown though, because at this time, the Rock Hall, [The  Great Lakes Science Center], and [Progressive Field, formerly known as Jacob’s Field] were all being built,” she said. “Playhouse Square had actually been courting us…They wanted our acts to come down to boost them to be over a million in attendance every year, which is what we did and that’s what happened.”

Today, a Home Depot stands on the site—a suburban echo of what was once a cultural epicenter. The Front Row represents more than nostalgia; it showcases how innovative design and ambitious programming can transform a suburban plot into a cultural landmark giving locals a front-row seat to global entertainment. 

Though its physical structure is gone, The Front Row’s legacy lives on through memoirs, articles, photo galleries, and the stories of those who sat just a few feet from musical legends, comedians, and icons. It remains, undeniably, a cherished chapter in cultural history.